Communications that actually lands.
Employer branding, internal communications, and content strategy for organisations that want to say something worth hearing.
I started as a journalist. That hasn't really changed.
I started in journalism, which means I learned early that good communication isn't about what an organisation wants to say. It's about what an audience actually needs to hear.
That instinct has shaped 15 years of work across employer branding, internal communications, and content strategy, across tech, media, and social impact organisations in APAC and globally.
A few things I've built, fixed, or figured out.
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The situation: ExpressVPN's careers site wasn't doing its job. The talent brand was underdeveloped, the messaging was generic, and the site wasn't converting.
What I did: Rebuilt the talent brand from the ground up. Developed the EVP, wrote the site copy, created recruiter enablement content, and built a multi-format content strategy spanning blogs, video, and social storytelling.
The outcome: Applicant quality improved by 248%. The careers site became the company's top hiring channel for key roles.
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The situation: GroupM had no employer brand presence across its 16 APAC markets at a time when competition for media and marketing talent was intensifying.
What I did: Developed the region's first employer branding strategy from scratch. Built internal communications programmes and employee advocacy initiatives spanning GroupM, Mindshare, MediaCom, Wavemaker, and Xaxis.
The outcome: Established a consistent employer brand presence across 16 markets and built the internal communications infrastructure that supported it.
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The situation: Airwallex needed a way to bring its culture and people to life across regions, with a distributed workforce and no existing advocacy infrastructure.
What I did: Designed and launched Airwallex Voices, a 35+ member global employee advocacy programme. Built the cohort strategy, enablement frameworks, content approach, and performance tracking from the ground up. Created playbooks and templates so regional teams could run it independently.
The outcome: A functioning, scalable advocacy programme with active participation across multiple regions.
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The situation: Indeed's APAC team was scaling fast, with hiring up 200% across the region and employer reputation under pressure.
What I did: Led Indeed's employer brand strategy across APAC, managing paid campaigns, reputation management, and event strategy. Built localised approaches for markets including Japan and India.
The outcome: Maintained a 76% positive Glassdoor rating throughout the growth period.